Analgesics has grown by 1% in current value terms in 2016 to reach EUR73 million. Growth has been slightly slower compared to the review period average. While brand loyalty continues within this category, there has been a growing awareness of generics over the review period. This awareness has increased due to the introduction of reference pricing by the Health Service Executive (HSE) in June 2013 for all prescription medicines. Consumers since this point have become more aware that generics exi...

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